Head of Customer, International and Marketing

Some careers have more impact than others.  

If you’re looking for a career where you can make a real impression, join HSBC and discover how valued you’ll be. Whether you want a career that could take you to the top, or simply take you in an exciting new direction, HSBC offers opportunities, support and rewards that will take you further. 

International Wealth and Premier Banking (IWPB) helps deliver on HSBC’s purpose of opening up a world of opportunity by providing our customers with borderless banking and world-class wealth management through best-in-class, mobile-first capabilities, and exceptional people. Our international network and breadth of expertise enable us to support individuals, families, business owners, investors, and entrepreneurs.  International Wealth and Premier Banking provides a leading premium proposition through Premier Banking and, together with our Private Bank, are present across the world’s most important markets, booking centres, and corridors most valued by our clients. Our wealth offering is further enhanced through our best-in-class manufacturing capabilities in Asset Management and Insurance.

We are currently seeking a high calibre professional to join our team as a Head of Customer, International and Marketing.

Role purpose

The Head of Customer Proposition, International & Marketing is a senior leadership role responsible for shaping and delivering HSBC Singapore’s end-to-end customer strategy across Retail Banking and Private Banking.

Leading Customer Proposition, Customer Experience (CX), integrated marketing, client engagement and enterprise brand strategy, you’ll accelerate customer acquisition, deepen relationships, strengthen brand equity and drive sustainable commercial growth across the wealth continuum (Emerging Affluent, Affluent and High Net Worth segments).

You will partner closely with Product, Distribution, Digital, Data & Analytics, Risk, Compliance, Country COMMS and frontline leadership to deliver insight-led, commercially impactful customer experiences, to produce joined-up customer outcomes.

As Co-CMO for HSBC Singapore, you’ll steward the bank’s brand positioning, purpose and reputation while ensuring a consistent, differentiated brand experience across all channels and customer touchpoints.

Key responsibilities

Customer proposition strategy (International Wealth & Premier Banking / Wealth continuum)

• Define and lead the customer proposition strategy, building differentiated value propositions for onshore and offshore audiences.


• Drive customer lifecycle strategies across acquisition, onboarding, engagement, retention and advocacy.


• Identify emerging customer needs, market trends and competitive opportunities to strengthen market positioning.


• Lead proposition innovation through partnerships, ecosystem collaborations and digital capabilities.


• Design cross-border enablement and business models to grow offshore wealth in a compliant manner.

Customer experience (CX) leadership & complaint management

• Own the end-to-end CX agenda across physical, digital and omni-channels.


• Establish customer-centric operating frameworks, governance and performance management.


• Lead Voice of Customer programmes, complaints insights, journey redesign and service recovery frameworks.


• Drive measurable improvements in:




• Net Promoter Score (NPS)


• First Contact Resolution (FCR) for complaint resolution


• Customer retention and relationship deepening




• Partner with frontline, digital, operations and technology teams to simplify journeys and reduce friction.


• Embed agentic AI and data analytics into CX management and personalisation strategies.

Marketing & growth transformation

• Lead integrated marketing strategy and execution across Retail Wealth and Private Banking.


• Drive customer growth through brand campaigns, performance marketing, digital acquisition, CRM/lifecycle marketing, wealth commercialisation, referrals and partnerships.


• Oversee media, content, social, sponsorships, events and experiential marketing.


• Lead marketing effectiveness measurement (ROI, attribution, conversion and engagement analytics).


• Ensure alignment between customer insights, commercial priorities and brand positioning.

Brand leadership (HSBC Singapore)

• Serve as Co-CMO for HSBC Singapore and lead the brand team across all customer and business segments.


• Define and evolve brand positioning, narrative and strategic messaging in country in alignment with Global Brand.


• Ensure consistent and differentiated brand expression across clients, colleagues and communities.


• Protect and strengthen brand reputation through strong governance and stakeholder management.


• Partner with Country Communications and senior leadership on external positioning and thought leadership.


• Drive enterprise-wide brand consistency across communications, campaigns and brand partnership experiences.

Leadership & transformation

• Lead and develop high-performing teams across proposition, CX, marketing and brand.


• Foster a culture of innovation, collaboration, accountability and customer centricity.


• Champion transformation initiatives including agentic AI, personalisation and digital engagement capabilities.


• Build strong cross-functional partnerships across global, regional and local stakeholders.


• Act as a trusted advisor to executive leadership on customer, market and brand strategy.

Qualifications & experience

• Bachelor’s degree in Business, Marketing, Finance or related discipline; MBA preferred.


• Evident leadership experience across banking/wealth management, customer strategy, proposition/product, CX and marketing.


• Strong experience in digital banking, data-driven personalisation and AI-enabled marketing/CX.


• Proven track record building and scaling affluent/wealth/private banking propositions.


• Demonstrated success leading large-scale customer transformation and integrated marketing initiatives.


• Strong commercial acumen with ability to balance growth, customer outcomes and risk management.


• Experience managing senior stakeholders in matrix organisations and across multiple markets.


• Exposure to sponsorships, partnerships and experiential brand platforms.


• Familiarity with regulatory expectations relating to customer outcomes, fair dealing and conduct.

Opening up a world of opportunity
www.hsbc.com/careers 

HSBC is committed to building a culture where all employees are valued, respected and opinions count. We take pride in providing a workplace that fosters continuous professional development, flexible working and opportunities to grow within an inclusive and diverse environment. Personal data held by the Bank relating to employment applications will be used in accordance with our Privacy Statement, which is available on our website.

Issued by The Hongkong and Shanghai Banking Corporation Limited